Factors of Celebrity Perception in Health Communication About HIV

Abstract

The article focuses on the specifics of using celebrity images in health communication, a significant tool that helps prevent diseases, increase awareness and responsibility when making decisions about maintaining one's physiological state. How does the image of a celebrity influences the effectiveness of communication? What traits, personal and professional, matter the most? The study builds on the concepts of trust and sensitivity, as well as the role of the image in perception. The authors analyze communications involving celebrities and aimed at informing about HIV infection. Empirically, the study bases on materials from focus group discussions using stimulus materials (6 groups, 36 participants aged 18–25 years, films about HIV with celebrity participation). An analysis of this data shows that the presence of a celebrity image in communication on health issues increases the efficiency of perception: it amplifies interest in the topic of the message, affects the memorability of information, while the absence of celebrity in stimulus material on a similar topic has the opposite effect. The study shows that the appearance and gender of a celebrity are not evaluated as significant factors of such communication, while charisma, personal experience, and expertise can have a positive impact on the perception of information.

Acknowledgements. The article was prepared as part of a grant «Celebrities and Platforms» funded at the Faculty of Communications, Media, and Design of the HSE University.